WHO warns nicotine pouch brands targeting youth as sales surge
The World Health Organisation (WHO) has issued a report warning about the marketing tactics of nicotine pouch brands that target youth. These brands use appealing packaging and promotional strategies to attract younger audiences, raising concerns about nicotine addiction and health risks. WHO emphasizes the need for stronger regulations to protect young people from these deceptive marketing practices.
- ▪The global market for nicotine pouches was valued at nearly $7 billion in 2025.
- ▪Retail sales of nicotine pouches increased by over 50% in 2024, reaching over 23 billion units.
- ▪WHO warns that nicotine pouches are designed to normalize nicotine use and lower perceptions of risk among youth.
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Sleek, discreet packaging, added flavours, sponsorship of concerts, festivals and sports events and aspirational lifestyle branding are among the widespread industry tactics used by nicotine pouch brands to appeal to younger audiences, warns the World Health Organisation (WHO) in a recently released global report “Exposing marketing tactics and strategies driving the growth of nicotine pouches”.The report was developed in response to requests from countries seeking authoritative guidance from WHO on nicotine pouches and how governments should respond.
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